Light up image on hover

Question

Take a look at http://www.kickstarter.com.

When you hover over their logo, the image lights up. Is this effect doable without using a different image on hover?

Answer 1

you can use opacity value between 0.1 to 1 very light and 1 value is dark (default)

img {
    filter: alpha(opacity=100);
    opacity: 1;
}
img:hover {
    filter: alpha(opacity=70);
    opacity: 0.7;
}